In Search of a New Logic for Marketing

Preface and Acknowledgements
 
Introduction: I Did It My Way
 
Marketing - A Discipline In Crisis
 
PART I: ARTICLES ON SERVICE MARKETING
 
A Service-orientated Approach to Marketing of Services. European Journal of Marketing, Vol. 12, No. 8, 1978, pp. 588-601
 
An Applied Service Marketing Theory. European Journal of Marketing, Vol. 16, No. 7, 1982, pp. 30-41
 
A Service Quality Model and Its Marketing Implications. European Journal of Marketing, Vol. 18, No. 4, 1984, pp. 36-44
 
Marketing Services: A Case of a Missing Product. Journal of Business & Industrial Marketing, Vol. 13, No. 4-5, 1998, pp. 322-338
 
PART II: ARTICLES ON RELATIONSHIP MARKETING
 
Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface. Journal of Business Research, Vol. 20, No. 1, January 1990, pp. 3-11
 
Quo Vadis, Marketing? Toward a Paradigm Shift in Marketing. Journal of Marketing Management, Vol. 10, No. 5, 1994, pp. 347-360
 
Relationship Marketing: Challenges for the Organization. Journal of Business Research, Vol. 46, No. 3, 1999, pp. 327-335
 
The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. Journal of Business & Industrial Marketing, Vol. 19, No. 2, 2004, pp. 99-113
 
PART III: A NEW LOGIC FOR MARKETING
 
Adopting a Service Logic for Marketing. Marketing Theory, Vol. 6, No. 3, 2006
 
Towards A Contemporary Marketing Theory

Christian Grönroos is Professor of Service and Relationship Marketing at the Hanken Swedish School of Economic and Business Administration in Finland. He is also the Chairman of the board of its research and knowledge centre, CERS Centre for Relationship Marketing and Service Management. He is the author of the best selling textbook Service Management and Marketing now in its third edition. Grönroos is a pioneer in his field and is one of the first to be associated with the term service management to describe market oriented management. He also introduced the concept of service competition to describe modern service and information technology driven competition.